太陽能產業發展垂直整合之行銷策略分析

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Title:	太陽能產業發展垂直整合之行銷策略分析
Other Titles:	A study of vertical integration in solar industry
Authors:	黎三鳳;Lee, San-Feng
Contributors:	淡江大學國際企業學系碩士在職專班曾義明;Tseng, Yi-Ming
Keywords:	垂直整合;太陽能電池產業;價值鏈;五力分析;個案研究法;Vertical integration;Solar Cell Industry;Value Chain;Five Force Model Analysis;Case study method
Date:	2016
Issue Date:	2017-08-24 23:35:10 (UTC+8)
Abstract:	太陽能產業於再生能源發電中近年來一直扮演著重要角色，美國的稅賦優惠往後延長期限，中國十三五計劃以及印度最新法案通過，都將對於太陽能電池需求力道持續加強，近年來太陽能生產廠環節的廠家都積極的思索尋找一個創新、差異性的行銷策略，使企業利用整合、優化雙方資源，並提升營運規模與效率，透過合併擴張的產業規模來進一步壓低成本、提升企業所在產業的競爭優勢。本研究藉由探討太陽能電池產業的發展概況，產業進入跨領域併購，上下游垂直整合是否可行？並以由Z公司為例，太陽能產業發展、成長，找到最適當的策略構面分析其垂直整合策略的市場範疇與競爭優勢。　　經本研究實證結果，太陽能產業透過上下游垂直整合策略，能替企業的市場範疇擴大，大者恆大的趨勢將持續下去，加速供應鏈流程，規模經濟、拓展跨國新市場、新通路及取得互補性技術，增加競爭優勢。關鍵字：垂直整合、太陽能電池產業、價值鏈、五力分析、個案研究法 Abstract： Solar industry in renewable energy power generation in recent years has been playing an important role, America''s future tax concessions extended period, five-year plan in China and the latest bill was passed in India, will continue to strengthen the demand for solar cells strength in recent years, solar energy production factory link manufacturers are actively thinking about looking for an innovative, differences in marketing strategies that companies use to integrate and optimize their resources and improve operational scale and efficiency, through the industrial scale combined expansion to further drive down costs and enhance where industrial enterprises competitive advantage. With this study to explore the development of solar cell industry overview, industry mergers and acquisitions to enter the cross-cutting, the vertical integration feasible? And the Z''s case, the solar energy industry development and growth, to find the most appropriate policy facets to analyze its vertical integration strategy and competitive advantage in the market category. By empirical results of this study, the solar industry through downstream vertical integration strategy, can do for the enterprise market, the scope of the expansion of the trend the bigger will continue, accelerate supply chain processes, economies of scale and expand transnational new markets, new pathways and acquire complementary technology, increase competitive advantage.
Appears in Collections:	[Graduate Institute & Department of International Business] Thesis

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